When the Sacramento Kings’ new coaching staff first came together, they needed a shared vision for what the team would stand for. Frontier helped write the story of that group united around a Sacramento-specific purpose. Given the proximity of Yosemite National Park, we centered the story around the act of climbing. With that starting point, we created a program to bring the vision to life, including videos, team swag, and an event focused on bringing the coaches together—which would then bring the team together.